Knowledge that Transforms

To make high-quality research more accessible and easier to explore.

Fields:
10 results ✕ Clear filters

Banning Unsolicited Store Flyers: Does Helping the Environment Hurt Retailing?

Jonne Guyt; Arjen van Lin; Kristopher Keller
Marketing Science 2025 open access
This paper examines the impact of a ban on unsolicited store flyers in seven Dutch municipalities that shifted from an opt-out to an opt-in policy between 2018 and 2020. Despite a 50% drop in flyer distribution, household grocery shopping behavior remained largely unchanged. The findings suggest that reducing flyer waste may be possible without substantially disrupting shopping behavior.